Convergence: Social Media SEO Content Marketing SES Chicago 2011

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Convergence

Search, Social & Content Marketing

Lee Odden @TopRank

TopRankBlog.comTopRankMarketing.com

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About @TopRank

Clients Speaking MediaContent Marketing Strategy, Creation & Optimization

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We Are Content MarketersWebsite

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Content

SocialSEO

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Some Say SEO is Dead….

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And That Social is the Sexy One

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Interactive:$76.6 Billion by

2016

43% is Search Marketing

Social Rising, Search Dominates

6% is Social Media

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SEO Has Evolved

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Optimization Is a State of MindWebsite

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The Question Is…

What Are You Optimizing for?

Flickr Photo credit: angrypandaband

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Cares About Content

PandaSource: Search Engine Land 3/11

Google’s POV on Quality Content: http://goo.gl/huekf

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So Do Customers

53%Of time on the internet is content consumption.AOL Nielsen 5/11

U.S.: 27 million shared per day

AOL Nielsen 5/11

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Intersection of Social & Search

Any suggestions for social media marketing software?

THX, we picked XYZ Social

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Optimize for Consumer Behavior

Discovery

Consumption

Engagement

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Optimize for Discovery

1% Social Alone51% Search Alone48% Search & Social

SearchSocialEmailNewslettersIndustry Media

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Optimize for Consumption

Devices: Mobile, Computer, TabletFormats: Long, Short, Lists, Deep Dive, VisualMedia: Audio, Video, Images, InteractiveTypes: Articles, Reports, News, How To, ReviewTime of Day/Week & FrequencyTopics & Keywords

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Optimize for Engagement

What content will inspire readers to:

• Comment• Rate, Review• Share• Join• Link• Download• Buy

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CMO & SMO Framework

PreferencesPain PointsBehaviors

Search &Social Data Sources

Topics, SEOCalendar, Repurpose

Social & SEONetworking,Link Building

ResearchCustomer Segments

KeywordsTopicsMessage

Content &PromotionPlan

OptimizeSocialize &Promote

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Intersection: SEO, Social Content

Blogs Keyword Focus

Search Words

Social Topics

Social Topics

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Customer Keywords & Topics

Company XYZ“widget”

Round WidgetsEco-FriendlyValue Priced

How to save money on widgets?

Do widgets impact the environment?

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Competitors CategoriesKeywords Popularity

Keyword Glossary

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Editorial Guide for Web & Social

Content Plan

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Social SEO Content

Company XYZ“widget”

Blog Hub Video Tips Sharing Widgets Widget Photos Flickr Facebook Page for Green

Widget Tips Widget Tips Email Newsletter Widget Deals Twitter Account Guest Blog Posts Using Widget

Keywords Contributed Articles to

Consumer & Environmental Pubs on Cost Saving Tips and Being “Green”

Content PlanKeywordsTopics

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Keyword Topics• Keyword 1• Keyword 2• Keyword 3

Web Page

PDF

PPT

Blog Posts

Images

Videos

Web Page

Web Page

Guest Blog Posts

Press Release

Infographics

ContributedArticlesIndustryMedia

Topic-Driven Content, Social, SEO

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Ubiquity + Relevance = Win!Article on a digital camera. Previews of digital cameras that show how good tthey are.

Article on a digital camera. Previews of digital cameras that show how good tthey are.

Article on a digital camera. Previews of digital cameras that show how good tthey are.

Article on a digital camera. Previews of digital cameras that show how good tthey are.

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Takeaways

Take a Customer Centric Approach: Segment, Profiles, Search &

Social Keywords, Content, Social Networking.1

2Incorporate SEO, SMO in Processes: Optimize and socialize all content production & integrate analytics.

3Practice Proactive OptimizationTrain staff on SEO, develop standards and leverage SEO & Social monitoring tools to reveal trends & track performance.

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Thank You

Lee Odden lee@toprank.org TopRankMarketing.com TopRankBlog.com

OptimizeBook.comWiley - 2012

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More Tweetable Tips! @toprankBONUS! 6 Content Tips:

1. Engage with your community and ideas will come out of that dialog

2. Ask for topics!3. Look at popular questions on Quroa, Yahoo Answers

and LinkedIn Q/A4. Mine web analytics data: referring search keywords,

questions that drive traffic5. Look at your internal search engine: logged queries. 6. Find out what front line staff (sales, customer service)

are being asked most often.